Peperami: Return of the Animal

Peperami: Return of the Animal

Peperami is a heritage meat snack brand known for its unforgettable mascot, the Animal. For years, this feisty character was a fixture of cheeky ads and grab-’em-off-the-shelf immediacy. But almost a decade had passed since he’d roared onto our screens in any meaningful way. As the market changed and consumer tastes evolved, Peperami found itself adrift, overshadowed by a swirl of “empty calorie” crisps and uninspired snack choices.

Challenge
To reestablish Peperami’s brand and to reignite love among adult snackers, Peperami needed to remind people what made the brand irresistible in the first place: a satisfying blast of spicy flavour and a mischievous sense of fun. To do that, they had to go back - literally - to the Animal’s roots.

Insight
The snack market had changed, and so had the expectations of consumers. Today’s audience craves more than just quick grabs of empty-calorie snacks - they want something with purpose, flavour, and personality. Peperami’s Animal mascot, known for his feisty nature, needed to return in a way that spoke to this new generation of snackers, while staying true to the brand’s roots.

Solution
Rather than simply revive an animated version of the mascot, we went back in time to the Animal’s very first incarnation: stop motion. We dropped computer-generated slickness and returned to the raw, tactile look that originally captured the public’s imagination. This fresh-yet-familiar style planted Peperami firmly in its storied heritage, while also giving the Animal a purpose in a modern world.

But the rules of engagement had changed. The world was a different place from a decade ago, and today’s audiences expect more than random outbursts and over-the-top chaos. Enter the brand’s new creative hook: the Animal had a mission - to rescue snackers trapped in a “snackwormhole” of boring, unsatisfying nibbles. It was a playful nod to how our brains short-circuit when we’re hungry, making us reach for anything in arm’s reach. The Animal’s job was to pull us out of that mindless rut, reminding consumers that a proper protein-packed bite can satisfy both hunger and taste buds.

Mark Campion, Creative Partner at Fearless Union, said: "It's been a privilege to bring one of Adlands most iconic characters back to our TV screens”.

Emily Prince at Peperami, said: "The campaign marks a bold step forward for Peperami, building on the brand’s heritage whilst reaffirming our commitment to providing delicious snacks for today's busy adults. With Fearless Union's creative vision and expertise, we're confident that 'Animal' will captivate audiences once again, reminding them that snacking should be fun and flavourful”.

Results

• Brand recognised as strongest Sales Driver 2024

• Double Digit Brand driven Sales

• Channel ROI exceeded European Benchmark

• Top Global Campaign 2024 Winner - The Grocer